low-intervention wines and dry-farmed wines. These seemingly eco-friendly words are not bound by any USDA (or even colloquial) definition and can easily misrepresent environmental responsibility to the wine-drinking masses. Natural might appeal to the psyche, but it has no real claim to health, despite the health food industry’s insistent usage. Natural is not inherently good. Arsenic is natural. It can also kill you. "We call it 'greenwashing,'" says Ed Field, co-owner of Natural Merchants, an importer of organic and biodynamic wine for places like Whole Foods. "Natural, sustainable—those are like nails on a chalkboard. If you throw in terms that are undefined, it [all] becomes a marketing gimmick."